For the first time, the City of Lloydminster has a policy in place on paper to outline the proper protocol to follow when pursuing potential advertising and sponsorship opportunities.
Council approved the strategy at its Aug. 24 meeting.
“We’ve had some sponsorships of city events and city facilities in the past - the Servus Sports Centre would be a good example - and there are a lot more opportunities out there. And before we pursue these opportunities we just want to make sure we have a policy in place to ensure that we do things the right way and everything is fair and transparent and we proceed with some of these opportunities to gather further sponsorship of events and facilities in the city and generate some new revenue,” Coun. Chris McQuid said.
“(The Lloydminster Centennial Civic Centre) would definitely stand out as one building that would benefit from sponsorship and being named after a potential sponsor.”
The document applies to naming rights and sponsorship for city programs, special events and property as well as preferred provider status for the city.
The policy instructs that the city only solicit and approve sponsorship that is consistent with city objectives and avoids any perceptions of improper conduct. This includes any real or perceived conflicts of interest.
The strategy also warns of “major risks” of sponsorship. These include embarrassing the city with an inappropriate sponsor, breaching city accounting requirements, not being cost-effective and not being able of surviving critical public scrutiny.
Supervisors and managers are responsible for approving agreements which satisfy the strategic provisions and are worth up to $25,000. General managers approve those agreements worth up to $50,000, directors approve decisions worth up to $100,000 and the city manager and deputy chief administrative officer are responsible for signing off on agreements worth up to $200,000.
City council has the duty of approving contacts that do not satisfy the provisions and for agreements involving billboards and naming rights for city property, buildings and structures.